Customer Insight

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Customer Insight

  1. 1. Yahay AlAbdeli Customer Insight
  2. 2. What is an insight?
  3. 3. What is an insight? Actions
  4. 4. What is an insight? Actions Thoughts
  5. 5. What is an insight? Actions Thoughts Behavior
  6. 6. What is Customer insight? understanding of customer beliefs, values, habits, desires, motives, emotions or needs, that can become the basis for a competitive advantage. Sawhney (2003)
  7. 7. What is Customer insight? understanding of customer beliefs, values, habits, desires, motives, emotions or needs, that can become the basis for a competitive advantage. Sawhney (2003)
  8. 8. Why Customer insight?
  9. 9. Why Customer insight? Customer Loyalty
  10. 10. Why Customer insight? Customer Loyalty future innovation
  11. 11. Why Customer insight? Customer Loyalty future innovation Strong brands
  12. 12. Why Customer insight? Customer Loyalty future innovation Strong brands Differentiation
  13. 13. Researching Customer insight Interviews Observations Experience Sampling Method (ESM) Diaries Workshop
  14. 14. Researching Customer insight Interviews Observations ru th Experience Sampling e t Diaries Th Method (ESM) Workshop
  15. 15. Interviews • Exploring issues • First Contact between developers and users The wise man doesn’t give the right answers he asks the right questions Claude Levi Strauss
  16. 16. Interviews • Exploring issues • First Contact between developers and users The wise man doesn’t give the right answers he asks the right questions Claude Levi Strauss
  17. 17. Observations • Understanding the context of user activity • Insights that other techniques can’t give • Behavior that normally people don’t think about
  18. 18. Observations • Understanding the context of user activity • Insights that other techniques can’t give • Behavior that normally people don’t think about
  19. 19. Diaries • Based on self-recording • Describe and explain the aspects of their own life & personal history
  20. 20. Experience Sampling Method (ESM) • Real time experiences • Direct communication
  21. 21. Workshop • Collecting multiple viewpoints • Highlights areas of consensus and conflict • Provide access to latent knowledge
  22. 22. Analyzing
  23. 23. Analyzing
  24. 24. Analyzing
  25. 25. Analyzing
  26. 26. Recommended literature A Designer’s Research Manual Jennifer & Kenneth Visocky O'Grady

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